OgilvyOne Finds Co-Cds On IBM

Four months after adding IBM’s estimated $400 million global direct marketing duties in a consolidation, WPP Group’s OgilvyOne has drafted new creative leaders to service the tech giant.

The shop has lured Rob Bagot, evp and creative director at Hill, Holiday, Connors, Cosmopulos in San Francisco, to New York to lead creative with Tore Claesson, who has worked at Ogilvy & Mather proper for two years as cd on IBM servers. They start today as co-group cds and oversee more than 45 creatives on a range of services, including DRTV, direct mail, CRM and interactive. They report to co-ecds Jan Leth and Bruce Lee.

“These hires really round out the A-list of talent in technology advertising,” said Lisa Baird, vp of integrated marketing communications for IBM at Ogilvy. “They have great experience that will help as we continue to push true integration.”

Before his New York job, Claesson, 48, was regional cd on IBM for Ogilvy Asia Pacific. He has also worked on Apple, Microsoft, Sun and Ericsson. Bagot, 40, founded Big Bang Idea Engineering and has worked at other shops on clients such as Cisco, Motorola and Veritas.

Of Bagot and Claesson, OgilvyOne president Carla Hendra said, “Each has a peerless background in technology marketing, they understand brands, and they fully embrace the Ogilvy 360 Brand Stewardship philosophy.” Leth added, “We will be able to deliver the high-level, industry-leading, results-generating creative work that has been the hallmark of our long tenure with IBM.”

As the lines between traditional advertising, interactive and direct blur, Hendra said, such hires reinforce the “automatic collaboration” at Ogilvy between those who understand technology and those who can translate it into stories.